Web Analytics may be defined as a system that collects, process and reports a web site data which can be used to get insights about customers and how they interact with a business’s site.
Using Analytics reports we get access to valuable data that helps the business to achieve their goals and objective. Most of the brands use such data to create strategies to achieve their goals.
So today, we are going to discuss Web Analytics and why it is important for business?
Importance of Web Analytics
1. Access to Accurate Data to Understand the Traffic
Web Analytics is all about data and reporting data but not all data is useful. Google Analytics provides valuable data which can be used to discover hidden trends and insights thus it is very important for a business.
However, this data alone can also mislead a business if irrelevant data is not filtered out. Google Analytics filter helps in refining the data and provide you with data that is important and relevant for your business.
For example: Using exclude filter to see data related to your real prospects and not office staff.
2. Helps you to Understand Website Audience
A website that does not provide its visitors good user experience can not think of getting business using it. In order to improve user experience, we must understand a website audience, devices they use, the language they speak etc.
Web Analytics provides this data to business through its reports and thus help them understand their audience and develop strategies to improve their user experience when they visit the website. For example:
a. Technology Report: Provide data about which technology, browser and OS and network being used by a visitor.
b. Behaviour Report: Provide data about how a visitor is engaging with the website and their behaviour on the site.
c. Demographic Report: Provide data to understand and better know the audience of the site.
3. Understand Return on Investment
Web Analytics help in knowing ROI by tracking the performance of social media campaigns, email campaigns, ad campaigns etc.
By default, Google Analytics tracks only traffic from 3 mediums that are organic, referral and direct. In order to track the performance of traffic from other sources and mediums link tagging is used.
This help in understanding the performance of campaigns and source and mediums used for the campaigns. By using this data, we can know the ROI from campaigns and optimise them to improve it.
4. Improve SEO
Another important benefit of using Web Analytics is that it helps in improving SEO for the site. It Helps in identifying issues like slow loading, browser or OS issues.
Landing pages that are getting most of the organic traffic for the site.
Metrics like bounce rates, landing page report, exit page report etc can also be used to measure the quality of pages. Google Analytics can also help in identifying new opportunities.
For example: Identifying keywords for which you have a good position but poor CTR. Using this insight, a business can improve the content for that keyword and thus improve CTR.
In order to get access to this data, one must link Google Analytics with Google Search Console.
5. Improve PPC Performance
Another important benefit of using Web Analytics is that it helps in optimising the performance of Google ads by providing the enhanced remarketing capability, import of goals, analytics remarketing audience and ecommerce transactions directly into Google Ads account.
It can also help to track the behaviour of the customer on the website after an ad click or impression in order to use these features, one must link Google Analytics with Google Ads.
6. Identify Pain Points
When it comes to providing great user experience all the pain areas of the website must be rectified and Web Analytics helps a business in identifying them.
Reports like exit page reports, site speed report, device, browser and OS report etc. These reports help in identifying the pain area of the website and thus help in rectifying them to improve the user experience of the visitors.
7. Optimise Conversion Funnel
Using Web Analytics, we can set a number of goals which are important for the business these can be signing up for the newsletter, buying a product, register for a demo of product etc.
While creating a goal we write down each and every step that a user must take to successfully complete goal on the site.
Google Analytics through funnel visualization helps in identifying how many visitors who enter the funnel gets successfully converted(Complete the goal).
This helps a business to identify at which point of the funnel the customers are getting dropped out.
Using this data, a business can identify any issues that might be present on the site or particular pages of the site that are leading to drop out of customers from the funnel and thus solve these issues so that maximum number of customers in the funnel is successfully converted.
8. Data Reporting
Refining and optimization of data are necessary before its use. Using Web Analytics, a business can not only refine the data but helps in the visual representation of this data so that it can be easily understood.
Google Analytics has a variety of viewing options like:
a. Data View: Tabular representation of data
b. Percentage View: Representation of data as a pie graph
c. Performance View: Bar graph representation of data.
d. Comparison View: It allows to see whether each metric in the table is performing above or below average.
e. Pivot View: Creates a pivot table.
Besides this Google Analytics allows creating custom reports a report that can be customized based upon needs.
Web Analytics is a very useful tool that not only helps in understanding our audience but also helps you discover business insights that might not be visible directly.
No business can ignore Analytics if they want to provide a great user experience to its visitors as well as gain access to business insights.
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A digital marketer by profession and a writer from heart. I love to read, learn and write about digital marketing and fitness.